Habitat for Humanity
The brief
In 2010, Habitat for Humanity Canada approached Citizen Optimum to effectively launch a new initiative to the media and public in 2011. The new program, called the 360 Built Smart Partnership, was designed to support Habitat for Humanity Canada affiliates in five key areas: Family Outreach & Financial Education, Homeownership & Environmental Impact, Volunteer Engagement, Local Collaboration & Partnership, and Safety Commitment.
- To successfully launch and raise awareness for Habitat for Humanity Canada’s 360 Built Smart Partnership by generating media impressions nationally
- To raise awareness of the partnership between Habitat for Humanity Canada and the 360 Built Smart Partnership donors while positioning them as a thought leader on the topic of sustainable communities
The approach
Our strategy was to execute a visual and interactive event in downtown Toronto and Montreal to officially launch the 360 Built Smart Partnership to the media and the public.
Both events were dressed as stand up theatres, with surrounding big screen TVs and sound to original videos that focused on the end benefits of each of the five key pillars of the program. The videos were displayed on five different screens that were placed in a circle to represent the holistic nature of the program.
The Toronto launch event took place at the Burroughes in Queen West. It was hosted by president of House & Home Media, Lynda Reeves and included speeches from president and CEO of Habitat for Humanity Canada, Stewart Hardacre; vice president of national partnerships and giving for Habitat, Lisa Lalande; and a Habiat partner family member, Tianna Gerrior.
In an adjoining room, sponsors addressed the event attendees and all VIPs participated in a photo opportunity where they placed their hands in a foundational cement block and signed a ceremonial piece of drywall to signify their commitment to the program and cause.
The Montreal event took place at the Fonderie Darling and was hosted by Annie-Soliel Proteau. The event included speeches from Lisa Lalande from Habitat for Humanity and Johanne L’Heureux from Holcim.
Following the events, English and French press releases were distributed and national media outreach was conducted to secure wide spread coverage featuring Lisa Lalande and Stewart Hardacre.
Additionally, we worked with NewsCanada to develop two audio news releases that were distributed to and played over radio stations across the country.
The results
The program resulted in nationwide coverage which positioned Habitat for Humanity Canada as a thought leader in the environmental sector. Coverage was generated in every province in Canada except Prince Edward Island and garnered 101 unique and compelling news stories.